Tag Archives: filmmaking

Director and producer Ron Grebler is the real deal while showcasing real food

Ron Grebler is a storyteller. He is a creator. He is a filmmaker. He uses his creativity and imagination to transport others to different places and times. Grebler uses his talent to captivate audiences. As both a Director and Producer from Toronto, Ontario, Ron Grebler has done it all.

With fans around the world, Grebler’s work has been appreciated by many. Just last year, his promotional video for the immensely popular Netflix series Stranger Things went viral, building up anticipation for the show. He has directed and produced several successful commercials, including the innovative campaign for Axe Hair Products on Canada’s MuchMusic, and commercials for Belair Direct, Fuji Instax, and We Day.

“I would like to think that I strive for ‘quiet storytelling’, letting the idea unfold in visual images rather than be heavily driven by dialogue or voice over narration. This is the path more rarely travelled in the heavily direct messaging style of the commercial world, and often embraced by branded content. Visually, there’s something fascinating to me about extreme close-ups with limited depth of field. That perspective can take the subject and add a dimensionality to it that’s almost abstract, which I believe connects with viewers. Given that I work in the commercial world, it’s not often that I can use shots like these, but at the right moment, they can really make a spot pop. I’m very cognizant of color and contrast. There is high pressure when creating a commercial because ultimately, it’s about ‘selling’ and for many viewers there is a reticence to that. That’s why I always try to layer a spot with cues for the unconscious mind to find them entertaining, engaging and if possible, playful,” said Grebler, describing his style of directing.

With such a commitment to his craft and an appreciation of the nuances, it is no doubt as to why Grebler is considered one of the best. When working on a promotional video series for Thermador, Grebler showed his abilities to go beyond what is typical, and create something revolutionary. Real Food with Thermador was a four-part web series that was an early foray into the world of online branded content video featuring celebrity chef Jamie Kennedy.

“There was a very unique approach in the development of this project as it was meant to truly be branded content, meaning we weren’t pushing the ‘hard sell’ of Thermador products,” said Grebler. “It was really meant to focus on passion for locally grown seasonal ingredients, especially as perceived through the eyes of celebrated chef Jamie Kennedy.”

The series was shot similarly to an HGTV show or a Food Network program, educating viewers as well as entertaining. Acting as both producer and director for the project, Grebler’s vision was imperative to its success. Mike Codner, former Studio Manager with DDB Canada , sought-out Grebler to be the director and producer, knowing of his creativity, work ethic and passion for the job.

“Ron has a flexible approach to production, whether it’s a big budget or small, he treats it with the same respect. He’s a director and producer first, but he sees the big picture in terms of the clients’ needs and the reality of working within budgetary constraints. He’s passionately engaged in the process, from pre-production through the shoot and will sit in on all post production too. He takes ownership of all that he does,” said Codner.

The campaign was very successful and won both the International Association of Business Communicators Gold Quill Award and Ovation Award, the Canadian Marketing Association Award, and the Canadian Public Relations ACE Award. Grebler says he didn’t even consider awards while making the video, he just wanted to focus on the client’s goals while making something visually outstanding.

“Honestly it felt odd at first. I was told we were nominated and I kind of shrugged my shoulders. The agency told me that it was a bigger deal than I realized and when we won I was quite proud. Maybe I was naïve but I had no idea how important it was to win awards,” Grebler laughed.

Taking on the vital roles of director and producer, Grebler was responsible for implementing his vision. By making the videos appear like a television show it helped connect the audience to the product in a way that other commercials couldn’t. The videos were made in 2008, and in those early days of branded content, it was essential that the video not feel like a commercial. By giving viewers compelling content, great visuals and passionate discussion about the topic of real food, Grebler knew they’d be engaged. When the chef ended up describing some of the specific Thermador products, it was part of the flow of the show and made sense, not just like a ‘stop-and-sell-the-product’ moment.

“It was flattering to be selected to work on this kind of programming. After the scripts were written, it was less about thinking and more about doing. We had a lot of locations to cover in only a few days, so it was about maximizing our time and getting the most powerful content. It wasn’t until the edit that I really grasped how seamlessly everything cut together and that it really flowed like a segment for a TV show, nothing at all like a commercial,” Grebler described.

Grebler also succeeded in making the videos a work of art. Shooting in picturesque Prince Edward County, venturing from Jamie Kennedy’s to an artisanal cheese factory, he set up each shot to have stunning imagery. The outdoor shots showcased the perfect late summer weather, from the golden light over a tomato farm to mouth-watering close-ups of prepared dishes. The passion and depth of knowledge shown by on-camera talent Jamie Kennedy and those he would speak with also shone through.

“It was a great pleasure working on this because it was as much an on-the-fly learning process about local foods and farming and food production as much as it was the logistics of video production. We had a small and very talented crew and we had to think on our feet quickly because of limited access and time at the locations as well as working with real people. I trusted them completely and the visuals and content we got was quite captivating while engaging in passionate conversations about food with local farmers and artisanal cheesemakers,” he described.

Working with a celebrity chef and farmers was initially concerning for the director and producer, however, as he was concerned about their ability to articulate in a way that would connect with audiences. Grebler eventually learned a valuable lesson that he carries with him today.

“Find someone’s passion when you’re speaking with them and they will give you gold,” Grebler concluded.

Watch Grebler’s work on the first episode of Real Food with Thermador here.

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Sound designer Randolph Zaini says film “Mosquito: The Bite of Passage” is highlight of his esteemed career

Randolph Performing Foley Footsteps
Randolph Zaini working on “Mosquito: The Bite of Passage”

Randolph Zaini is more than a sound designer. He is an artist; the video is his canvas and audio clips are his paint. He is a storyteller, and sound is both the setting and the characters. He sees sound as one of the most important aspects of a film, and those that have seen his work can hear this immediately. There is no doubt as to why he is so sought-after in his industry.

Of all the films he has worked on, with many esteemed awards and praise, the highlight of Zaini’s career he says is working on the film Mosquito: The Bite of Passage, which was just shortlisted for the British Academy of Film and Television Arts (BAFTA). The film tells the story of a young mosquito brought out by her mother on her first hunt for blood. The issue, however, is that she doesn’t like blood, and but fears disappointing her mother. Though the main story is simple and clear, there is a complex message underneath. It has much to do with being accepted for who you are. It exemplifies the best form of storytelling, where it can both entertain and illuminate.

“It was a great screenplay filled with heartwarming and funny moments,” said Zaini.

Since the story deals with opposing perspectives, it is imperative to give the appropriate sound design treatment on each subject matter. The mother has set her eyes on a single human: a slob who lives alone in his dingy apartment. When there is a switch back and forth between the perspectives of said human and the mosquitoes, audiences should hear the differences in ambiance. Everything feels gigantic in the perspective of the mosquitoes, even the air feels heavier; they are in the land of giant beings. Although Mosquito: The Bite of Passage is a hybrid live-action/animation, there was no production sound provided to Zaini, even on the live-action part of the film. This meant on top of creating every bit of audio clips for the mosquitoes, he also had to recreate the sounds of the human character, played by a live actor, from scratch as well.

“Every bit of sound that the animated character made, from the mosquitoes’ helmets, suits, boots and blood-bag was created by me in the foley recording studios. As for the human character, I also performed all his movement sounds, which then got a frequency manipulation treatment to make him feel gigantic when seen through the eyes of the mosquitoes,” Zaini described.

The film ended up becoming a large success after premiering at the prestigious Telly Awards, where it won Best Animated Short. In addition to BAFTA, it was an Official Selection at the Chinese International New Media Short Film Festival, Edmonton International Film Festival, New Orleans Film Festival, Haryana International Film Festival, African International Film Festival, 9th CMS International Children’s Film Festival, Newport Beach Film Festival, New Voices in Black Cinema, and more. It has gained offers for representation by CAA, WME, Paradigm and Verve. None of this could have been possible without Zaini’s work as sound designer, and he was recognized for it with the Outstanding Sound Award nomination at the 2017 First Look Film Festival.

“It was incredible. We make these movies to connect with audiences, to tell a story worth telling, with a hidden message worth sharing. Winning awards is always secondary. But I’d be lying if I say winning Telly Award for the second time did not give any affirmation that I was doing something right, that my passion was not misguided, and that people do appreciate the result of hard work and the vast amount of passion being put into it,” said Zaini.

Randolph Performing Foley
Randolph Zaini recording foley for “Mosquito: The Bite of Passage”

The detail Zaini put in to each and every sound in the film is outstanding. To create the sound of the mosquito wings, he used a combination of hummingbird wings flapping, plastic cards being run through bicycle spokes, and small airplane engines flying in the air, among other sounds that helped sell the integrity of the wings that carry these mosquitoes. Every single sound file was designed with the storytelling effectiveness in mind.

“Randolph is the best sound editor, ADR editor, foley artist, and re-recording mixer I have encountered. To cite a specific example, for Mosquito: The Bite of Passage, Randolph created the sound of the entire film from scratch. There was no production sound going in. He was notably innovative in his approach to creating a new world of sound for the macro world of the mosquitos in the film. Using devices like leather jackets, his own voice for various flight sounds, and other unique concepts, he made a deeply immersive experience. This film relied heavily on the sound design given its heavy science fiction component. I was very happy with the results,” said Brian Rhodes, the director of the film. “Randolph is extremely hard working, dependable, diligent and a wonderful human being to be around. I greatly look forward to working with Randolph the rest of my career. He pushes the boundaries of what is possible and is a visionary.”

Rhodes, who previously worked with Zaini on the award-winning film Harold’s Fish Sticks, refused to have another sound designer work with him on the project. He even pushed back the timeline to work with the sound designer, knowing he needed the best. Although it was a long process from start to finish, there was not a moment of it that Zaini did not like.

“It was work that I enjoyed wholeheartedly. Mosquito: The Bite of Passage is an action-filled movie, which means there are a lot of high-paced sequences that were fun to design. I had a blast planning, recording, and editing the sounds I created,” said Zaini.

With every project he takes part in, no matter how successful, Zaini is living his dream. As a child, he told stories, always putting in captivating sound effects. He may not have known at the time it would be his future, but he always knew what his passion was.

“Like most children, I grew up watching animations. Though I wasn’t always aware of the sound design aspects of those cartoons, it had always sold the believability of these drawn and sculpted worlds and characters, being brought to live with sound. To think that what I do now is breathing life into these lovable characters, it is like having an important role behind a magician’s performance,” he said.

Working on Mosquito: The Bite of Passage was just another chance for Zaini to live out his dream.